If we want to know what a business is, we have to start with its purpose. And the purpose must lie outside the business itself. In fact, it must lie in society, since a business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer. Peter Drucker, The Practice of ManagementAt some point in the past, you developed a marketing strategy to create customers and your marketing tactics worked well and they became a standard practice. The purpose of business hasn't changed since then, but the environment has.
By: Greg Breeding - President & Creative Director at Journey Group. Iâve served as an art director for the U.S. Postal Service for seven years. Itâs a curious and delightful job and one that has brought me a great deal of creative fulfillment throughout my tenure. The...
By: Tyler Williams - Lead Link of the Brand Aura Circle, Zappos Here is our mindset shift at Zappos. One of our insights is that our current customers are incredibly loyal and love us. Similar to how my mother loves JC Penney and literally asks for...
Nobody buys anything for the sake of having it. Purchases always solve problems. And, problems are always driven by deeper needs. In between the problems and the deeper needs are tensions. These tensions are value-driven: in other words, they are driven by wanting the world...
While revolution must be led from the top, it rarely starts at the top. The spirit of revolution already exists in the hearts and minds of motivated employees and loyal customers. It shows up in the individual stories that employees tell about the work they do. And it shows up in the individual stories that customers tell about the products they love. Often a leader need only act as a kind of managing editor, shaping the stories to align with a shared vision.Marty Neumeier[1. Marty Neumeier, The Designful Company: How to Build a Culture of Nonstop Innovation, 2008.]
Despite what many agencies still claim, brands arenât logos or taglines and they canât be made or changed with a single ad campaign.
A brand is a living entity with three elements: vision, culture, and customer. These elements influence each other and collectively create a perception about the company. That perception is the brand.
Thereâs more than one way to create a brand. But, we think thereâs only one way to create a brand that will be relevant now and in the future. And, thatâs creating an Authentic Brand.
We are thrilled to tackle an opportunity-packed topic that impacts every industry. Because the topic of Cult Branding is so humanistic, we tried something new: We built a Google Slides version of the insights so you can present it to your team along with a worksheet to...
Google âHow to Say Thank Youâ and youâll get 2.18 billion results. Most are instructional. Itâs surprising that something we learned to do as children has that many search results. Somewhere in between childhood and adulthood, we forgot how to say thank you and, most importantly,...
The mall isnât dead, but it needs a makeover. The current model of the mall is broken. It no longer serves the purpose it once did: for adults, itâs no longer convenient; for teens, it seems too much like something uncool from their parentsâ generation to...
"Before I can tell you the story, you have to try the shot." - Fred Mossler Co-Founder Zappos. You mean the one with the scorpion in it? "Yeah and you should shoot it together, you definitely don't want to eat the scorpion alone." - Fred "BJ, The Scorpion...